Corporate Rebranding Decision: XXX Insurance Customer Perspective

This study aims to examine the direct effect of corporate rebranding decision (CRD) on customer satisfaction directly and through awareness of rebranding and perceived value. Next, examine the role of perceived value in mediating the effect of awareness of rebranding on customer satisfaction. The grand theory used to support this research is relationship marketing (RM). The applied theories used are Corporate Rebranding Decision, Awareness to rebranding, Perceived Customer Value and Customer Satisfaction. This research is explanatory research with quantitative data approach. The sample in this study was part of the total sample, while the sampling technique used a purposive sampling technique, totaling 150 customers. This research data collection using a questionnaire using a Likert scale of five answer choices. The analytical technique used is the Structural Equation Model (SEM) with SMART PLS 3.3.3.